Jennifer Bolton, Product and Brand Director at Frugi, discusses core values, recent collection developments, advancements in circularity, and obtaining B Corp™ certification.

 

Laura Turner: What drives Frugi’s success?

Jennifer Bolton: We’ve always known who we are and have stayed true to our ‘why’ – the purpose behind everything we do. For over 21 years, Frugi has held strong values rooted in care, creativity and courage. We celebrate childhood with bright, colourful collections that always prioritise the comfort and joy of the little explorers who wear them and inspire a love for the planet they play on. What truly sets us apart is our bold approach; we aren’t afraid to challenge the norm, pushing boundaries in colour, design and sustainability to find better, kinder ways to do business. Our ethics are woven into every thread, driving us to create clothing that not only meets the needs of our customers but also respects the planet and the communities who make our products.

LT: Why are organic cotton styles certified to GOTS integral to Frugi?

JB: It has been our commitment since the brand’s inception to always and only use organic cotton for our virgin cotton products. Certifying our organic cotton products with GOTS (Global Organic Textiles Standard) through the Soil Association takes this commitment a step further, guaranteeing the highest standards not only for the environment but also for the people involved at every stage of production. It confirms the organic origin of our materials and ensures processing is done in a socially responsible way with no harmful substances. It’s not always front of mind to think beyond the materials listed on a garment care label and consider how a product is processed and manufactured, but for us, this is essential. It protects the workers who make our clothes, our planet, and most importantly, the little ones who wear them. GOTS also supports the technical quality of our products, which is essential for durability and comfort. Keeping children at the heart of what we do, we want them to be comfortable and for their clothes to keep up with every adventure.
As customers increasingly seek transparency, we can be confident in the clear chain of custody that GOTS certification provides. The textile industry unfortunately has a history of exploitation, but GOTS gives us the assurance that our certified organic cotton products meet the strict standards our customers expect. Working with GOTS-compliant factories means we share the same values and can build strong trusted partnerships with our supply base, some of which have been with us since the start. GOTS has been the solid foundation that has influenced our approach beyond organic cotton, from recycled fibre technical outerwear to our fully circular collections designed to be recycled at the end of their life. The principles we love about GOTS have cemented a mindset of balancing care for people, planet and profit in every decision we make.

LT: Further testament to Frugi’s commitment to people and planet is its recent B Corp certification. Can you tell us more?

JB: Achieving B Corp certification was a proud moment for the entire Frugi team. It has been a long journey involving rigorous reviews and assessments of every part of the business, but it didn’t feel ‘new’ to us, our commitment to people and the planet has been at the heart of Frugi from the very start. Receiving B Corp certification was an extra seal of approval, confirming that we have been doing the right things all along. Our scores across several areas were above UK and retail industry standards, showing us that we are moving in the right direction. However, we are not sitting still. We remain as motivated as ever to keep pushing boundaries and leading the way with new ideas and approaches in children’s fashion.

 

 

LT: What developments has Frugi made in circularity?

JB: In 2023, we launched the planet’s first certified circular childrenswear collection, certified by the Circular Textiles Foundation (CTF). A year later, we were honoured to win a Drapers Sustainability Award for the Best Circularity Initiative. We worked closely with the CTF to upskill our internal team, and we continue to pioneer in this space, designing more recyclable options than ever before. When these circular styles reach the end of their wearable life, customers can send them back to us. We then work with our partner, LMB, which uses textile-to-textile recyclers to convert them back into new fabrics.
Each season we expand our circular range by applying these principles to more product categories. Our s/s 26 collection, The Sunshine Edit, includes over 130 circular styles across 11 categories, with entire categories like Knitwear being circular. We continue to drive towards closing the loop on more of our circular styles, designing pieces that are both recyclable and made from recycled materials. For s/s 26, we have achieved this with our printed recycled textile fleece styles.

LT: Can you tell us more about the brand’s charity work?

JB: Giving back has always been woven into the fabric of Frugi. Over the last 21 years, we’ve donated more than £1 million to charities, something we remain incredibly proud of. Our giving has supported a wide range of causes that protect the planet and help children thrive. From partnerships with Eco-Schools and LEAF, funding teacher training and school Green Flag awards, to supporting Plant One’s reforestation work. Our donations have helped restore habitats and inspire future generations. We’ve also worked with Save the Children, the Down’s Syndrome Association, Kicks Count, Chance for Childhood and Little LifeSavers, reaching families and children through care bundles, education and essential life skills.
More recently, we’ve been focusing our efforts closer to home with clothing donations for families in need and time spent volunteering. Our team values this contribution and regularly comes together to support our local community with bake sales for nearby hospitals. Whilst the way we give back has evolved, our belief in using business as a force for good remains the same; supporting people, planet and purpose in equal measure.

LT: What does Frugi’s offer comprise?

JB: We design collections for every stage of childhood, starting with My First Frugi to playful preschool ranges and a kids’ range made for bigger adventures. Our clothing covers newborn up to 10 years, with selected styles extending to age 12. For s/s 26, we’ve created dedicated ranges for outerwear and fleeces, swim and holiday, as well as Easter and occasionwear, making it easy for buyers to shop by need or moment.

LT: What else can we expect for s/s 26?

JB: For s/s 26, we’re so excited to introduce The Sunshine Edit to wholesale customers for pre-order – a vibrant collection created to celebrate every stage of childhood. We’ve focused on creating joyful, practical clothing that truly meets the needs of families in everyday life. The collection brings a fresh burst of colour and happiness but what makes it really special are the clever design features. Think easy-dressing envelope neck tops, our iconic Parsnip Pants with extendable cuffs and waistbands that grow with a child, and reversible styles.

LT: Can you tell us about your in-house design processes?

JB: Every Frugi print and character begins as a pencil sketch on paper. We believe in an authentic, hand-drawn design inspired by real-life experiences, whether it’s a walk in nature, a swim in the sea, or time spent with a much-loved pet. It’s this connection to real moments that bring our characters and prints to life. Our small but incredibly talented in-house design team is deeply passionate and completely in tune with Frugi’s playful spirit, creating prints that spark joy season after season.
For s/s 26, the team explored what brings them and their families the most happiness, using those everyday experiences as the foundation for the collection. From wind-in-your-hair bike rides and building sandcastles on the beach to tending allotments and spending time with loved ones, the season celebrates life’s simple pleasures. The colour palette reflects this mood, filled with tones that feel positive, warm and full of sunshine.

 

 

LT: You also have a new footwear collection?

JB: Yes, from a/w 25, following four great seasons of collaborating with Clarks to bring our colourful designs to its timeless silhouettes, we’ve taken the exciting step to proudly launch our first in-house footwear collection. Built on the same values that guide our clothing, and after more than a year of development, this new range captures everything Frugi stands for: comfort, durability and playful design. Created to support children through every step of their everyday adventures, our shoes are designed to feel good, look great, and keep up with active little feet. We’ve carefully considered each detail, from flexible soles that promote natural movement to soft durable sheep leather that gently shapes to growing feet. Features like padded collars, secure and easy fastenings, and scuff-resistant toes offer practical solutions. We’ve also chosen materials and finishes that meet strict safety and environmental standards, including REACH-compliant dyes, nickel-free metals and FSC-certified recyclable packaging. The result is a collection that’s made to last, designed with care, and full of the personality Frugi is loved for.

LT: How can buyers place wholesale orders with Frugi?

JB: With a dedicated sales team available for personalised appointments, either in person or online, and a wholesale platform hosted on NuORDER for 24/7 self-service access, we make it easy to connect and stock up. Stockists receive a free marketing support pack with their first order, plus ongoing in-season marketing assets. New to Frugi? Enjoy a welcome gift with your first s/s 26 order when you quote this CWB feature at checkout. To find out more or book an appointment, please contact frugiwholesale@welovefrugi.com.

LT: What’s next for Frugi?

JB: We aim to take Frugi to more parts of the world, sharing our joyful and sustainable approach with even more families. We will continue to evolve our circular practices and push new boundaries in sustainable childrenswear. Building our community remains a priority, from customers to charitable partnerships through volunteering. We are also growing our ranges to better serve families with the right products designed for every stage of childhood.

Click here for further information on Frugi. For wholesale orders, please click here.